British Game Alliance appoints Nigel Haworth

The British Game Alliance has appointed celebrity chef Nigel Haworth as the ambassador of its consumer campaign.

The British Game Alliance (BGA) is the UK’s official marketing board for wild game. By introducing strict quality and welfare standards and helping members to self-regulate, the BGA is demanding more and better from the game industry. But that’s just the start.

With its soon to be launched consumer campaign, the BGA is encouraging the British public to eat more wild game. The campaign will promote the health benefits, taste, and versatility of wild game birds, challenging misconceptions and tempting food-lovers to try it for the very first time. To give the campaign added clout, the BGA has appointed Nigel Haworth as ambassador.

Celebrity chef Nigel Haworth is the co-founder and former chef of Michelin-starred Northcote Manor, and until recently the managing director of Northcote Leisure Group. He’s appeared on Saturday Kitchen, Market Kitchen and has won Great British Menu, he is renowned for his rustic, flavourful food made with locally-sourced, seasonal ingredients. Nigel also set up and runs one of Europe’s premier gastronomic events, Obsession, with guest chefs travelling in from all over the world to cook.

The award-winning chef is also a true believer in the diversity of game, as well as its potential as a sustainable alternative to mass-produced protein. In his role as ambassador for the consumer campaign, Nigel will use his passion for game to strengthen the relationship between the food world and game sector, attending events, creating recipes, and featuring on TV and radio whilst developing relationships with other celebrity chefs with the aim of making game trendy.

Nigel Haworth said: “I’m truly excited to be working with the British Game Alliance, I’ve always loved working with game and feel the nation are missing out. I think their nationwide campaign will deliver what is needed in order to make game more mainstream. I can’t wait to be a part of it.”

The BGA’s Chef Ambassador said further: “the game sector has been crying out for a quality assurance standard and I believe the BGA is finally delivering it, reassuring chefs, retailers and consumers about the source of this fantastical healthy product.”

Ivan Shenkman, Chairman at the British Game Alliance, said: “We thought long and hard about who would be the best ambassador for our campaign. With Nigel, we struck gold. He’s passionate about top quality, environmentally-conscious ingredients and seasonal food, and a real supporter of the game industry. We’re thrilled about the partnership and look forward to taking the Eat Wild campaign to the next level.”